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Social summer 8_social_media_and_the_third_sector_final

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  • But see also: individualism of 60s social movements; consumer capitalism; collapse of industrialism; rise of telecommunications. See Manuel Castell’s book, The Network Society.
  • The traditional membershiporganisation no longer has to lead, fund or direct action…Collaboration is key
  • Increasing commercialisation of social media – driving SM comms/marketing into domian of paid media industriesRise of social business – impact of convergence and disintermediation affecting all business areas. Internal (and external) landgrab for ownershipData-driven communications – Significant growth in available data and thuscomplexity of understanding and planning effective consumer and organisational engagement
  • What is social business
  • Complexity of consumer and organisational landscape now becoming truly visible and adopted by consumersOpportunity to deliver real, insight led campaignsPersonal exerience is – not always the case – and often assumptive or aggregated or macro-level or media insightsChallenge is to respond appropriately at the organisational and strategic levels
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    • 1. SOCIAL MEDIA & THE THIRD SECTOR: SOME PROVOCATIONS simon collister @simoncollisterCIPRsm
    • 2. A NEW GOLDEN AGE?“If the late 19th century was the „golden age‟ of mutual institutions, clubs and societies, the early 21st century is a new golden age of networks and online communities” - NCVO Report, ICT Foresight: how online communities can make the internet work for the Voluntary and Community SectorCIPRsm
    • 3. DRIVEN BY TWO KEY TRENDS 1. Self-organisation --> Networks created and sustained through easy-to-use technology 2. Social capital -- > Networks motivated by rewards from social cooperation to achieve shared goalsCIPRsm
    • 4. MOMENT OF OPPORTUNITYCIPRsm
    • 5. BUT… PR INDUSTRY “MISSING THE BOAT” “Within minutes of PRWeeks interview starting, Grant is lambasting the PR industry for missing the boat on digital, allowing advertising and media agencies to steal a march.” - Robin Grant, Global Managing Director, We Are Social - PR Week, 24th May 2012 CIPRsm
    • 6. WHAT‟S GONE WRONG?CIPRsm
    • 7. CURRENT CHALLENGES [IN A NUTSHELL] 1. Increasing commercialisation of social 2. Rise of the „social business‟ or „social organisation‟ 3. Growth of data-driven communication CIPRsm
    • 8. 1. COMMERCIALISATION OFSOCIALCIPRsm
    • 9. WHAT‟S HAPPENING TO FACEBOOK? Post-IPO social interaction within Facebook is becoming increasingly commercialised Shift from „organic‟ to paid communication pushes Facebook more into the domains of media and ad agencies Similar happening with other platforms, e.g. TwitterCIPRsm
    • 10. HOW…? Newsfeed not „open‟ communications channel Determined by Facebook‟s „EdgeRank‟ Visibility determined by Affinity, Freshness & Weight of „edges‟, e.g. links, photos, videos, etc Only about 16% of fans see Page contentCIPRsm See this link for a great overview and analysis:
    • 11. THE WORD FROM WITHIN FACEBOOK „While news feed posts are fine for everyday engagement, businesses should consider using „Sponsored Stories‟ [i.e. advertising] to ensure business critical information reaches users‟  Personal advice from Facebook employeeCIPRsm
    • 12. WHAT THIS MEANS… Potentially useful for targeting specific audiences with clear calls to action Makes day-to-day engagement and relationship building more difficult ot costly Facebook is introducing a „Promote‟ feature to help small pages market their content – but still costs moneyCIPRsm
    • 13. WHAT THIS MEANS… Potentially useful for targeting specific audiences with clear calls to actionIn short, will there be no real free, effective way to communicate with your Page fans?  Makes day-to-day engagement and relationship building more difficult ot costly Will Facebook shift to become a paid media Facebook is with layersaof social underneath? platform introducing „Promote‟ feature to help small pages market their content – but still costs moneyCIPRsm
    • 14. 2. THE RISE OF THE SOCIALBUSINESSCIPRsm
    • 15. THIS YEAR‟S THING…CIPRsm
    • 16. ABSORBED ACROSS ORGANISATIONCIPRsm
    • 17. WHAT THIS MEANS… When social media becomes transformed into:  Social fundraising…  Social CRM…  Social campaigning…  Social information and advice Who manages it?CIPRsm
    • 18. REQUIRES CULTURE CHANGE “Get your organisation and culture right and the social media will look after itself.”  Martin Thomas, author of Loose: The Future of Business is Letting Go CIPRsm
    • 19. SOCIAL CULTUREx Distrustful (C.Y.A.?)  Trustingx Bureaucratic  Agilex Process oriented  Informalx Hierarchical  CollaborativeCIPRsm Source: Loose: The Future of Business is Letting Go
    • 20. WHAT THIS MEANS… Opportunity to become more like social movements Tension between status quo and culture required for effective use of social Investment in developing new internal guidelines and policies Investment in training employeesCIPRsm
    • 21. 3. THE RISE OF BIG DATACIPRsm
    • 22. WHAT IS „BIG DATA‟? Term applied to the vast quantities of data being generated by contemporary socio-technological systems whose size is beyond the ability of commonly used tools to capture, manage, & process data  David Bollier- The Promise and Peril of Big DataCIPRsm
    • 23. BUT...WHAT *IS* IT? Search engine marketing performance Digital ad acquisition metrics Website analytics Email communication performance Online surveys Social media conversations Media contentCIPRsm
    • 24. AS A RESULT… Free tools becoming insufficient…CIPRsm
    • 25. AS AN EXAMPLE… Sysomos has database of 20bn social media conversations Indexes 8m new posts every hour Social media and news sources gatheredCIPRsm SOURCE: Sysomos MAP
    • 26. IMPACT ON PR? “Metrics driven communication, advocacy and outreach efforts are now becoming the expectation.”  Big Data comes to the Communications Industry Campaign planning now “involves the computer- automated analysis of blog postings, Congressional speeches and press releases, and news articles, looking for insights into how political ideas spread”  The Age of Big DataCIPRsm
    • 27. CIPRsm
    • 28. BUT… INSIGHTS NEED HUMAN ANALYSIS CIPRsm
    • 29. WHAT THIS MEANS… Potential to plan and execute highly focused, evidence-based campaigns that can be measured across multiple levels Increased technology and resource costs Short-term skills deficitCIPRsm
    • 30. THANK YOU! & QUESTIONS simon collister www.simoncollister.com @simoncollisterCIPRsm
    • 31. DATES FOR YOUR DIARY The next two Social Summer sessions are:  Wikipedia 101: The Basics – 21 June  Social Media Newsrooms – 28th JuneCIPRsm